In the 1990s when I shifted my research focus away from business interactions in Japan to the beauty industry, I was criticized by some anthropology colleagues, especially male ones and the archeologists and biological anthropologists. In Japan, older people I met said my decision was a waste—all those years of studying the Japanese language just to look at the silly things women do? Mottainai. This is, obviously, the sort of attitude feminists see as the crux of androcentrism. Girls and women are a force behind many financially lucrative markets that are often overlooked because of their feminized nature. For example, I found that in 2003 there were 173,412 documented beauty salons. By contrast, that same year there were 7,530 wedding and funeral services, 67,789 auto repair shops, and 14,136 software businesses. It is like the point Annette Weiner made: just because men don’t value the activities of women doesn’t mean that the anthropologist should ignore them, too. The dismissive attitude hasn’t changed much, but my list of interesting female-oriented activities and cultural production has grown, and now there is enough for another book. The new work in progress, tentatively entitled Japanese Girl Stuff, includes material on the divination industry, self-photography, novel script (writing system) elements, grotesque-cute aesthetics, Lolita slang, and more.